Propuesta estratégica de marketing digital para potenciar la imagen y comercialización de productos en la empresa Yurabal S.A. del cantón Mocache año 2024

Abstract

Abstract: The company "Yurabal S.A" is dedicated to the production of raw wood (logs) for manufacturing industries that use forest products. Therefore, this study was developed with the objective of creating a digital marketing plan with which Yurabal S.A. would become known in the market and position its corporate image. To this end, the company initially determined the current situation of the organization and conducted market research to serve as a basis for the proposal. The methodology used was a mixed approach, involving an interview with the managing owner of Yurabal S.A. and surveys of 161 individuals. The results reveal low brand recognition (82% are unfamiliar with the company), limited effectiveness in traditional strategies, and limited use of mass media. However, 86% of respondents frequently use social media, with Facebook and TikTok being their favorites. This highlights the potential of digital marketing focused on relevant and visual content. Finally, a digital marketing plan was developed that, based on strategies and a marketing mix, aims to improve the company's positioning.